THE REBRANDING of YSL
I think most of the fashion world is still at shock and up in furor with the recent news received about Hedi Slimane's rebranding of the iconic Yves Saint Laurent namesake. And I must say that I am one of them - especially with the recent release of photos depicting how this rebranding will look like. I just have one word to say from this recent development - HIDEOUS! I know that they wanted to rebrand given the fact that they wanted to "elevate" YSL due its proliferation across the board, but honestly all the moves they're making to so call "revamp" the brand is seriously not helping. The photo released showcases a very simple, straightforward typeface, which is quite reminiscent of iconic menswear brand logos. True to form, it is very premium and elegant but what's disappointing is that it's lost the subtle, yet powerful feminine strength the YSL[or Yves Saint Laurent] logo had. Gone are the feminine undertones of power and in comes masculinity in full force. If you ask me, I think this is Slimane's way of saying "this is my brand now - hell hath no fury - I will do what I want to do with it" without even thinking of the potential consequences it can have to the heritage of such an iconic brand.
Apart from that, I honestly think moving the YSL headquarters to LA is a wrong move in so many different levels. I know that globalization has allowed a lot of changes to happen amongst corporations on how to handle location and delicately balance branding efforts; but seriously for a fashion brand that was born and raised in Paris, I think this is a major insult. How can you even have the audacity to claim "Paris" on your logo when you're not even located there? Over and above that, I feel like Slimane is killing YSL's heritage all together.
Oh well, what's done is done. I guess we'll all have to wait and see where this will bring this powerhouse of a brand moving forward. I just hope the owners and Slimane know what they're doing. And I pray to God that their collections and pieces won't lose the edge that YSL is known and favored for.
CREDITS: Photo from Yves Saint Laurent